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Challenges experienced in the aviation industry caused by COVID-19 have presented an opportunity to re-think the way airlines are structured and to gain access to infrastructure and talented‚ specialised people. The industry is undergoing a fundamental change and new business models are emerging in the industry where stronger customer orientation and more competition are evolving. The airline has developed a uniquely flexible model where flights and routes can be quickly added based on demand. This has allowed Lift to re-imagine the processes around flying and to make air travel easier and less stressful for South Africans. LIFT travellers will, in turn, have full flexibility on their tickets‚ allowing them to change and cancel without penalties and giving them peace of mind, particularly during this time of uncertainty. LIFT ground and cabin crew will be kitted out by leading online fashion retailer Superbalist. Travellers will also be treated to “proper coffee” from Vida e Caffè on morning flights. Afternoon flights will feature wine tasting featuring a selection of South Africa’s top wine estates. The name LIFT is the brainchild of eight creative South Africans who participated in the country’s largest-ever naming competition‚ where over 25‚000 suggested names were received. Apart from capturing the marvel of the physics of flying‚ the name encapsulates a view of the world and our beautiful country. The winners will be enjoying free flights on LIFT and will also have their names inscribed on LIFT’s first aircraft. LIFT - Operated by Global Aviation Operations (Pty) Ltd